alessio cavicchi
I am a Full Professor of Agribusiness, Rural Development and Branding at the Department of Agriculture, Food and Environment of the University of Pisa. I received my PhD in Economics of Food and Environmental Resources from the University of Naples “Parthenope” (Italy) and previously a Master of Science (MSc) in Food Economics and Marketing at the University of Reading (UK). I have been Researcher, Associate Professor, and Full Professor at the Department of Education, Cultural Heritage and Tourism, the University of Macerata from 2006 to 2021. During my work there I developed 2 Double Degree programmes in Tourism with Spain and Ukraine. I have also been a Visiting Professor in several universities abroad (San Francisco State, Arctic University of Tromso, Göteborg, Oviedo).
My professional experience includes coordinating several Erasmus+ funded projects (The Wine Lab, FoodBiz, ON-IT) and working as a researcher in many national and international research projects. Apart from my academic work, I have been an external expert, evaluator, consultant and trainer, and invited speaker in the fields of Food, Rural and Regional Development, Innovation, Sustainable Tourism, Smart Specialisation Strategy and University-Business Collaboration for both public and private sectors: several DGs of the European Commission (RTD, JRC, EAC, Regio), the United Nations World Tourism Organisation, the Italian Ministry of University and Research and the Italian Ministry of Cultural Heritage, several regional governments as well as several agri-food firms in Europe.
My work has been published in several international books and journals. I am co-editor of the book series “Consumer Science and Strategic Marketing” published by Elsevier, Managing Editor of the “International Food and Agribusiness Management Review” and Associate Editor of “Food Economy“. I am also a member of the Scientific Board of the British Food Journal and the International Journal of Sustainability in Higher Education.
I am currently a scientific coordinator of the MOOC “Sustainable Food Systems: a Mediterranean Perspective” offered by the Sustainable Development Goals (SDG) Academy and attended by more than 8000 students worldwide.
KEY RESEARCH INTERESTS
Rural development and Branding strategies
Marketing of local food and sustainability of food systems
Innovation in agriculture and rural areas
University-Business Collaboration and Quadruple Helix of Innovation
Sustainable Tourism
CORE COMPETENCES
Agricultural and rural economics
Marketing and consumer behaviour
Rural and regional development, Rural Branding
Participatory Action Research
Constructivist teaching methods
Address: Via del Borghetto, 80
56124 - Pisa
Italy
My professional experience includes coordinating several Erasmus+ funded projects (The Wine Lab, FoodBiz, ON-IT) and working as a researcher in many national and international research projects. Apart from my academic work, I have been an external expert, evaluator, consultant and trainer, and invited speaker in the fields of Food, Rural and Regional Development, Innovation, Sustainable Tourism, Smart Specialisation Strategy and University-Business Collaboration for both public and private sectors: several DGs of the European Commission (RTD, JRC, EAC, Regio), the United Nations World Tourism Organisation, the Italian Ministry of University and Research and the Italian Ministry of Cultural Heritage, several regional governments as well as several agri-food firms in Europe.
My work has been published in several international books and journals. I am co-editor of the book series “Consumer Science and Strategic Marketing” published by Elsevier, Managing Editor of the “International Food and Agribusiness Management Review” and Associate Editor of “Food Economy“. I am also a member of the Scientific Board of the British Food Journal and the International Journal of Sustainability in Higher Education.
I am currently a scientific coordinator of the MOOC “Sustainable Food Systems: a Mediterranean Perspective” offered by the Sustainable Development Goals (SDG) Academy and attended by more than 8000 students worldwide.
KEY RESEARCH INTERESTS
Rural development and Branding strategies
Marketing of local food and sustainability of food systems
Innovation in agriculture and rural areas
University-Business Collaboration and Quadruple Helix of Innovation
Sustainable Tourism
CORE COMPETENCES
Agricultural and rural economics
Marketing and consumer behaviour
Rural and regional development, Rural Branding
Participatory Action Research
Constructivist teaching methods
Address: Via del Borghetto, 80
56124 - Pisa
Italy
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Papers by alessio cavicchi
The book series we are proposing aims to provide an insight into how consumer science can be useful for managers and entrepreneurs; it also provides examples of the efficacy of multidisciplinary approach in facing competitive challenges in the agribusiness sector.
This book series will answer the following research questions:
How research in the field of consumer science became relevant for marketing strategies?
Which tangible economic/financial outcomes have been obtained by the joint work of sensory scientists, researchers in marketing field and agribusiness managers?
Which communication methods and practices have been relevant to make the most of R&D in food and beverage sectors?
Through Case Studies, successful examples and practices will be provided and newer inputs for further theoretical investigation will be given. Practitioners and prospective professionals in the food and beverage business will gain by using cases information and insights that could be used in their business environment.
This book series "Consumer Science and Strategic Marketing: Case Studies in the Food and Beverage Sectors" is currently under contract with Elsevier, and the first 2 edited books have been already accepted. Here you can find the first 2 calls for chapter proposals:
"Consumer Science and Strategic Marketing: Case Studies in the Traditi0nal Food Sector"
"Consumer Science and Strategic Marketing: Case Studies in the Wine Industry"
Researchers and practitioners are invited to submit chapter proposals interest and intent by January 17, 2016. In 300 words, please explain the basic premise of the chapter and the theoretical relevance from a marketing perspective. The timeline for the whole project is included in the pdf files. A tentative content that should be matched is outline, but we are open to other chapter proposals evidencing the usefulness of consumers science for practitioners.
For further info: Alessio Cavicchi alessio.cavicchi@unimc.it and Cristina Santini cristina.santini@unisanraffaele.gov.it
https://www.linkedin.com/pulse/call-chapter-proposals-consumer-science-strategic-case-cavicchi
This book for the first time illustrates the positive and negative impacts of food and wine events from a stakeholder perspective by highlighting several critical aspects such as: (1) advantages and disadvantages of food and wine events; (2) best practice adoption for maximising benefits flowing from event creation; (3) community involvement and knowledge diffusion; (4) effectiveness in promoting local products and creating consumer awareness about products; (5) factors that promote or inhibit the success or achievements of wine and food events. Although the volume primarily focuses on events in Europe, comparisons are made to other regions in the world. Case studies are integrated throughout to illustrate the system of economic and social impacts linked to food and wine events, as well as best practices to achieve effective event management and maximize expected results.
Written by leading academics, this timely and important volume will be valuable reading for all students, researchers and academics interested in Events, Tourism, Hospitality, Gastronomy and Development Studies.
Queste difficoltà, proprie delle aree rurali e delle aree interne, hanno origini antiche. Ghino Valenti, attraverso la sua opera di studioso illu-minato, consapevole delle difficoltà vissute dagli agricoltori e dalle loro comunità, ha dedicato diverse opere all’analisi e alle proposte innovative del suo tempo per superarne le difficoltà di adozione. Analisi e proposte di Valenti rimangono per certi versi attuali: alcune evidenze riguardanti il comportamento degli agricoltori e le variabili che influenzano il loro processo decisionale sono riscontrabili anche in recenti lavori (Caffaro et al., 2020; Roussy et al., 2017). Vecchio et al. (2020) sottolineano il ruolo della consapevolezza nel processo di adozione dell’innovazione, che gli autori collegano alla disponibilità, qualità e chiarezza delle fonti di informazione per gli agricoltori.
Valenti, già nel 1888, poneva attenzione all’importanza della diffu-sione della conoscenza:
Abbiamo già innanzi rilevato, come il miglioramento dell'agricoltura nostra debba dipendere, più ancora che da un largo impiego di capitali, dall'abilità del coltivatore. La questione dell'istruzione tecnica e degli incoraggiamenti ha quindi per noi una speciale importanza e vuole esser svolta con la maggiore ampiezza possibile (Valenti 1888, p. 264).
As part of Elsevier’s new series on Consumer Science and Strategic Marketing (Series Editors: Alessio Cavicchi and Cristina Santini), this new volume aims to highlight key aspects of food retailing and distribution across the globe.
The collection of case studies will highlight how, in a dynamic and fast-moving sector, organizations are responding to current trends (e.g. food provenance, health concerns, climate change, the concentration of retail power, retail internationalization, homogeneity, glocalization, technological advances) and the consequences of these for the consumer.
The book will consist of a series of case studies organized by theme. The exact themes will depend on the accepted submissions, but the following provides an outline indication of potential topics:
Food retailing and distribution
• Retail food pricing decisions and the potential implications of this for consumer choices and consumer health (see, for example, Steenhuis et al., 2011).
• Communications and promotion in food retailing (see, for example, Peattie, 1998).
• Supply chain management and logistics in the food, including more recent developments such as online and ominchannel food retailing (Ramus & Asger Nielsen, 2005) and associated ‘last mile’ challenges (Hübner et al., 2016).
• Informal food distribution networks such as street vending, Dabbawala-like distribution systems (Baindur & Macário, 2013), alternative food networks and alliances (Jarosz, 2008), and food banks (Loopstra et al., 2015).
Consumer perspectives
• Consumer loyalty in food retailing (Møller Jensen, 2011).
• Consumer trust and satisfaction, especially areas of consumer focus such as slow-food (Jones et al., 2003), food provenance and safety (Morgan et al., 2008), and food ethics (Schröder & McEachern, 2004).
• Consumer responses to the growth of niche specialist food retailers (McGuinness & Hutchinson, 2013).
The role of place in food retailing and distribution
• Rural and urban food retailing provision (see, for example, Byrom et al., 2001; Cummins & Macintyre, 2002).
• Food retailing in secondary shopping areas
• Food retailing as a means of urban regeneration and place-making (see, for example, Wrigley et al., 2002).
• Traditional food markets
• Food retailing and distribution in developed vs. emerging national economic contexts (see, for example, Ali et al., 2010).
This is not an exhaustive list and interested authors are invited to propose chapters which lie outside the areas above, but which lie firmly rooted within the remit of food retailing and distribution.
Submissions from both an organizational and a consumer perspective are invited. Given the scope of the book, and in line with the objectives of the series, the implications of each case study for consumers and/or organizational strategy should be emphasized by authors – either by having an explicit focus on these issues throughout the chapter, or by including a dedicated ‘implications for consumers’ sub-section towards the end of the chapter. Authors may choose to focus on a particular geographic scale: local, regional, national, or continental; depending on the nature of the case.
Chapter length: 4,000 words maximum.
• Introduce the research topic and the background of the research.
• Describe the Italian market of protected designation of origin and protected geographical
indication products, with particular attention to the Oliva Ascolana del Piceno.
• Describe the theory of consumption values, optimal stimulation values, and the reasons we
focus on the epistemic value of a product.
• Describe the methodology used.
• Propose and discuss the main findings of the research.
A demand shifter is added to simulate a food scare in the poultry industry. Following a one shot outbreak, alternative temporal patterns of consumption are generated in order to mimic the impact of different risk communication strategies (speed of centralised information shocks, type of media employed, intensity of information) on the speed of consumption recovery. Then, a “cost of ignorance” measure of welfare changes due to improved risk communication strategies is estimated taking into
account both price and substitution effects that arise in a system of demands.
The main findings can be summarised as follows. As welfare loss arises because of misallocation of consumption and production, the less elastic the supply, the narrower the scope for consumption real-location, and consequently the lower the loss. Moreover, the simulated information campaigns show little
differences across media and type of campaign although the pace of information release is important, given the structure of the hypothesised beliefs updating process. The reduction of the needless losses such as the one resulting from the performed simulation wouldn’t generate benefits greater than the likely cost of the information campaign. However, it should be borne in mind that all simulations run for this work refer to a 10% drop in consumption at the heat of the scare. More dramatic drop would have cause higher losses and greater scope for welfare gains from risk communication policies.
The adopted experimental protocol is the random nth price Vickrey auction.
Research results highlight a complex pattern on relationships among monetary valuations, hedonic perceptions and credence characteristics such as geographical origin of typical food products. In the case of Italian spelt both region of origin and its interaction with information condition (blind, expectation and
labelled tests) are significant as determinants of willingness to pay for spelt packs measured through experimental auctions. The interaction effects show that for different spelt origin the impact of information on areas of productions is differentiated. In some cases the knowledge of the geographical origin increases
the perceived value of the food, in others the opposite effect is observed. Noticeably, origin from Garfagnana, a small mountainous area of Tuscany, evokes strong expectations of quality that are capable to positively influence both sensory and monetary actual valuations in labelled tests. An assimilation effect is observed whereby disconfirmed expectation is quite low and willingness to pay under full information tends to reproduce the same pattern observed when only labels information is available.
Moreover, differences in bids observed between blind and labelled test conditions of information are not completely explained by the corresponding differences in hedonic scores. In the case of spelt, origin seems to have a direct impact on food evaluation confirming the suggestions from marketing literature.
of the Italian food retail system. The chapter is closed by a final discussion of education issues involved in the diffusion of FMs as an approach to marketing agro-food products consistent with the need for global sustainability.
research and development.
Product innovation can be instrumental for firms that want to respond to changes in the business environment and be market oriented. Thus, after having demonstrated the importance of the “House of Quality” and “Buyer Utility Map,” as well as their application to the innovation process, this chapter underlines the usefulness of adopting multiple methods and interdisciplinary approaches, with the support of background information and the use of the latest research in the field of consumer science.
advantage is based. Results of two focus groups with Italian winemakers and professionals outline the typical problems and limitations that occur while formulating a strategy. Recommendations for industry and practitioners conclude this chapter.
Publisher: Elsevier.
The book is entitled 'Case Studies in the Beer Sector: A Volume in the Consumer Science and Strategic Marketing Series'. Interested contributors can submit a 750-word proposal abstract summarizing the case study focus, background and intended contribution by 31st August 2018. All proposals should be sent by e-mail to roberta.capitello@univr.it and natalia.mehle@hvl.no. Final chapter length: 4,000-5,000 words maximum. The submitted chapters will be reviewed through a double-blind review process. The book aims to investigate contemporary managerial and marketing dynamics in the beer sector around the world. Beer is the most consumed alcoholic beverage in the world. However, recent market reports demonstrate the overall decrease in the alcoholic beverage consumption, and this trend is negatively affecting the beer industry. On the other hand, changes in consumers' eating and drinking habits and contemporary consumption styles open up new market opportunities for breweries. The global beer sector is characterised by the presence of key multinational players with large market shares in terms of volume and value. However, mass production and supply standardisation are no longer sufficient to ensure a favourable market position and profitability. Craft beer is gaining popularity, and micro-breweries have lately eroded market shares of large industrial players. Beer drinkers are increasingly interested in unconventional tastes and flavours, and seek new consumption situations and experiences. The combination of traditional and innovative traits in craft brewing attracts new customers. Several recent trends have particular strategic relevance for the beer sector and require further investigation. First, large industrial breweries react to the consumers' interest for craft beer by engaging in the so-called craftwashing strategies, i.e. adding craft-like brands in their product portfolio or acquiring craft breweries. Consumers often find it difficult to distinguish craft-like brands from authentic craft brands, and therefore big breweries can take advantage of the increasing space that retailers are offering on their shelves to new beer categories. Another noteworthy trend in the beer sector is the increasing link between beer and tourism. Local food and beer pairing, beer tours and trails, and beer festivals generate new opportunities and challenges for craft breweries. Few studies have examined the 'beer tourists', their perceptions and expectations. Finally, we observe a growing focus on sustainability in the beer sector. Within the series " Consumer Science and Strategic Marketing " , the book will explore the relevance of consumer science and its use as a tool for marketing strategies in the beer sector for both multinational players and small craft breweries all over the world. Despite growing research interest to the beer sector, there is still a need for analysis of the new consumption trends and their implications for management and marketing strategies, especially for craft breweries.
Consumer Science and Strategic Marketing: Case Studies on Food Experiences: Insights for Marketing, Retail and Events:
Editors:
• Adrienne Steffen, Hochschule Fresenius Heidelberg.
• Susanne Doppler, Hochschule Fresenius Heidelberg.
Publisher: Elsevier
Overview:
We would like to invite you to submit a chapter proposal to Elsevier’s new series on Consumer Science and Strategic Marketing (Series Editors: Alessio Cavicchi and Cristina Santini). This new volume presents the challenges customers face in their away-from-home food shopping and consumption experiences and explores how customer food experiences can be created.
The book addresses several related topics, including food design, food service design, the creation of customer loyalty through experiences, communication strategies like food promotion and event management, and defining product positioning in a competitive environment.